Travel
Sunday, May 25, 2014
Rwanda refines visitor strategy
KIGALI, Rwanda - A new strategy focusing mainly on Meetings, Incentives, Conferences and Events (MICE) was last week introduced in Rwanda by the Rwanda Development Board (RDB) with the main aim of strengthening the tourism industry.
Addressing people at the Rwanda Convention Bureau inauguration, the Head of Department Tourism and Conservation Amb. Yamina Karitanyi said the government was taking lead in boosting the tourism sector through the MICE strategy which is mainly meant for business and therefore compliments the tourism industry.
“This is going to sell Rwanda and therefore we need to hold hands together to achieve the targets set in this new initiative,” Karitanyi said.
She said the economic potential of the MICE sector for Rwanda was immense since total revenues based on MICE tourism in 2013 were $49 million.
“We project this to increase to $150 million by the year 2015 and therefore to make this happen there is need for a stronger partnership with the private sector,” she said.
The Rwanda Convention Bureau is a destination marketing arm, whose plan is to see Rwanda (which is currently ranked at the 21st position by the International Conference and Congress Association) rise into Africa’s top 10 by the 2016.
Tour operators, hotels, restaurants owners, professional conference organizers (PCO), and event managers have all been told to work together and enhance their product offerings to cater for potential demand.
Bart Gasana, the Chairman Tourism Chamber at the Private Sector Federation of Rwanda (PSF) said the government has continued to invest in the tourism industry with a view of making it a sustainable business.
He said the latest effort brings in direct benefits to the pockets of the Rwandan people and therefore encouraged Rwandans to participate in it.
The National MICE strategy is in line with diversifying the current tourism product offering while complimenting existing gorilla tourism, eco-tourism, cultural and community based tourism that are the mainstays of Rwanda’s economy.
The Rwanda Convention Bureau was introduced at the Global Meeting and Incentives marketplace (IMEX) in Frankfurt recently.
By Agnes Bateta, Sunday, May 25th, 2014